MULTIPLE INTERACTION AUCTION

摘要

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for distributing content items. In one aspect, a method includes identifying a content item that is eligible to be provided in response to a content item request and is associated with a bid. It is determined that the identified content item includes two or more different interactive elements that each cause different actions to be initiated in response to user interaction with the different interactive elements. An auction score is determined for the content item based on a function of the bid, a bid modifier for each different interaction, and a probability that each interaction will be invoked. The content item is selected to be provided based on the auction score. Data that cause presentation of the selected content item at a user device are output.

主权项

1. A method performed by data processing apparatus, the method comprising:
receiving a content item request; identifying, based on information included in the content item request, a content item that is eligible to be provided in response to the content item request and is associated with a bid specifying an amount that a content sponsor has specified for distribution of the content item; determining, by one or more data processing apparatus, that the identified content item includes two or more different interactive elements that each cause different actions to be initiated in response to user interaction with the different interactive elements; identifying, for each different action, a probability that the action will be invoked through user interaction with an interactive element of the content item and a bid modifier for the interaction; determining, by one or more data processing apparatus, an auction score for the content item based on a function of the bid, the bid modifier for each different interaction, and the probability that each interaction will be invoked; selecting, based on the auction score, the content item to be provided in response to the content item request; and outputting, by one or more data processing apparatus, data that cause presentation of the selected content item at a user device.